Data Becomes Your New Revenue Model
Marco Flapper | 18-11-2025
Digital Trends for 2026
How AI, data, and automation are changing B2B e-commerce forever.
The world of B2B e-commerce is changing faster than ever. While just a few years ago we mainly talked about omnichannel and personalization, today it’s about autonomous purchasing, AI copilots, and data as a business model.
The Digital Trends Report 2026 from Intershop shows that companies experimenting with AI today will lead the market tomorrow. Not by doing more, but by working smarter. By seeing technology not as an end in itself, but as an accelerator of value — for both the customer and the organization.
In this blog series, I’ll take you through the six most important trends that will define success in B2B commerce in the coming years. From AI taking over the buying process to managers reinventing their roles.
Each article gives you insights, concrete examples, and practical steps to get started yourself.
Whether you’re focused on growth, efficiency, or customer-centricity, these trends will help you move forward.
And believe me: the future of e-commerce isn’t something that will happen, it’s already happening today.
Trend 6: Data Becomes Your New Revenue Model
B2B companies sit on a goldmine of data, but often only use it internally. Smart companies go a step further and turn their data into a product. With AI, you can transform insights from your data into valuable services for your customers.
What do we mean by “data as a revenue model”?
You don’t just sell products, you sell insights, predictive information, or digital tools that help customers perform better.
Examples:
Predictive maintenance: using data to predict when something will break
Automated reordering: AI detects low stock levels and orders automatically
Personalized advice: usage data becomes actionable recommendations
“B2B customers don’t expect datasheets — they expect recommendations.”
– Intershop Digital Trends Report 2026
Example: Huisman uses AI and drones for service
Huisman, a manufacturer of heavy offshore cranes, uses drones and AI to monitor their cranes in the field. Sensors and image recognition detect wear and tear. Customers automatically receive a service proposal.
This creates a new data-driven revenue model, based on added value.
How to get started
- Identify valuable data
What information can truly help your customer? - Make the data accessible
Build dashboards, APIs, or apps. - Ensure data security and privacy
Transparency is essential. - Package it as a service
Think in subscriptions, licenses, or premium services.
What does it deliver?
- New revenue streams
- Stronger customer loyalty
- Higher margins (services often cost less than products)
- Positioning as a digital leader in your market
You don’t need to overhaul your entire business model right away. Start small:
A value-add service for top customers. A premium dashboard. Or an API for key dealers.
In the final part of this series, we’ll recap all trends, and translate them into concrete strategic choices for your organization.hat customers truly value.
Source: Intershop Digital Trends Report 2026
From strategy to success
Do you want to discover where your data creates opportunities for new revenue models? Or need inspiration from other industries? I’d be happy to help you think it through.
Get in touch, I’d be happy to help.
-Marco Flapper
Director Consultancy
